• Hyundai Make An Impression

Hyundai Make An Impression

“IT WAS LITERALLY A RACE TO FIND THE OPTIMAL SALT LAKE SURFACE FOR THIS HYUNDAI CAMPAIGN. DAN FROM 17 SOUTH WAS INSTRUMENTAL IN LOCATING THE RIGHT LAKE WITH THE RIGHT SURFACE CONDITIONS AND THE INFRASTRUCTURE SUPPORT TO UNDERTAKE A COMMERCIAL PROJECT OF THIS SIZE” DAVID KNIGHT, DK LOCATIONS

The Make an Impression campaign featured the work of US artist Jim Denevan, renowned for his vast scale desert sculptures. The i40 was used by the artist to create an impressive design on the surface of a salt lake (Lake Rebecca) in remote central Western Australia. The grand design when viewed from the air is a metaphor for the impressive design and function of Hyundai’s newest addition to their range of cars.

The production team used 17 South to scout all across Western Australia looking for suitable salt lakes to film on, before settling on Lake Rebecca in WA’s Goldfields, 150 km from the town of Kalgoorlie. The bed was hard enough to support the car’s weight, the location itself was accessible and there were contrasting colours under the salty surface so Denevan’s pattern would show up when he drove the Hyundai across it.

David Knight was the project’s Production Manager: “The biggest challenge was finding the right surface and consistency to work with. It always had the potential for disaster! We’d walked a lot of the lake’s surface and it seemed fairly hard but there were soft spots as well – I had recurring nightmares of the whole crew out there and cars stuck all over the lake!

“We could not drive on the lake until filming started because that would have caused marks that were not part of the design, so we employed a small quad bike that was light and did not leave large indents on the surface of the lake.”

Although Rebecca Lake was chosen partly because the logistics could be made to work, access was still a challenge. We followed compass bearings and small station tracks the first times we went out, and the production team ended up laying a temporary track through to the lakeside where they’d be filming.

HYUNDAI ONLINE